Martabak Bangka Punyaqita : A Business Plan.

(1)

vii

Maranatha Christian University

ABSTRACT

Bisnis yang saya pilih dalam rencana bisnis ini adalah bisnis kuliner di Bandung yang menawarkan salah satu makanan tradisional Bangka, yaitu martabak. Bisnis Martabak Bangka yang kemudian saya sebut Martabak Bangka PunyaQita ini merupakan bisnis yang menjual Martabak Bangka yang dibuat asli oleh orang Bangka dan menyediakan tempat makan yang bernuansa Bangka. Selain menyediakan Martabak Bangka dengan cita rasa aslinya, Martabak Bangka PunyaQita juga menyediakan berbagai pilihan ukuran martabak sehingga memudahkan konsumen untuk memilih martabak dengan ukuran yang sesuai dengan keinginan.

Dalam penulisan rencana bisnis Martabak Bangka PunyaQita, saya akan membahas lima bagian penting yaitu latar belakang, aspek

pemasaran, aspek operasional, aspek sumber daya manusia dan aspek keuangan. Latar belakang saya memilih membuka usaha ini adalah karena sedikitnya penjual Martabak Bangka yang menyediakan tempat makan khusus Martabak Bangka. Dari aspek pemasaran, saya

menggunakan strategi pemasaran untuk mempermudah saya melakukan pemasaran produk yang akan saya tawarkan kepada target market saya. Dari aspek operasional, saya memilih Jl. Dr Setia Budi sebagai tempat menjalankan bisnis. Dari segi sumber daya manusia, saya

(2)

viii

EXECUTIVE SUMMARY

Martabak Bangka PunyaQita is a stall which offers one of the traditional foods of Bangka, named martabak. My business offers the original taste of Martabak Bangka and also provides a comfortable place for the consumers who like to enjoy the atmosphere of Bangka Island so that they would feel as if they were in Bangka. Martabak Bangka

PunyaQita presents the original taste of Martabak Bangka which is made by Bangka people who are competent in making martabak. Martabak Bangka PunyaQita also offers various sizes of martabak based on the consumers’ demand. Martabak Bangka PunyaQita will be located at Setia Budi Street No. 175. I choose this location because Setia Budi Street is known as a strategic place and many tourists (domestic and international) usually pass this street.

(3)

ix

establish Martabak Bangka business in Bandung because the development of the culinary business in Bandung has been increasing.

Martabak Bangka PunyaQita is a feasible and acceptable business because the product is suitable for situation these days where generally people like to have a delicious snack and like to hang out. Martabak Bangka PunyaQita is a profitable business because the payback period shows that in only eight months this business can recover its initial investment. This

(4)

x

LIST OF TABLES

Table 2.1 Product Variants of Martabak Bangka PunyaQita ...11

Table 2.2 The Price List of Martabak Bangka PunyaQita ...13

Table 4.1 Working Hours of Martabak Bangka PunyaQita’s Employees...28

Table 5.1 Initial Investment of Martabak Bangka PunyaQita ...33

Table 5.2 Total Initial Investment of Martabak Bangka PunyaQita ...34

Table 5.3 Cash Inflow of Martabak Bangka PunyaQita ...35

Table 5.4 The Promotion Cost of Martabak Bangka PunyaQita ...37

Table 5.5 The Operational Cost of Martabak Bangka PunyaQita ...37

Table 5.6 Total Variable Cost of Martabak Bangka PunyaQita ...38

(7)

xiii

Table 5.8 Total Cash Outflow of Martabak Bangka PunyaQita ... 39

Table 5.9 Income Tax Calculation PPh Pasal 21 ...40

Table 5.10 Net Cash Flow of Martabak Bangka PunyaQita ...40

Table 5.11 Payback Period of Martabak Bangka PunyaQita ...42

(8)

xiv

LIST OF FIGURES

Figure 3.1 The Service Process of Martabak Bangka PunyaQita……….19

Figure 3.2 The Map of Martabak Bangka PunyaQita………22

Figure 3.3 Layout Plan of Martabak Bangka PunyaQita………...23

(9)

1

CHAPTER I

THE BACKGROUND

1.1 Background of the Study

Today, many culinary businesses rapidly develop in Indonesia and make people motivated to create and build their businesses with new ideas. Culinary businesses can contribute big incomes for a nation, as the data of Labor Statistics show: “The culinary industry represents one of the fastest-growing occupational categories in the nation” (qtd.in Chalmers par. 5). For Indonesian people, the favorite food is not only modern food but also traditional food. Based on my survey through the Internet to 50 respondents, I can conclude that one of their favorite foods is Martabak Bangka. Martabak is a flat dough cake usually with savory fillings.

(10)

2

Martabak Bangka is a special cake originated from Bangka Island

and is usually called Hok Lo Pan. Hok Lo Pan or Martabak in Indonesian is a special food from Bangka Belitung. Martabak was created by Hakka people. Literally, the meaning of Hok Lo Pan (martabak) is a cake that is made by Hok Lo people. However, this

is the original cake from Hakka (Khek) Bangka’ people. The real

fact is martabak was made by immigrant Hakka (Khek) not by Hok Lo people. (par.1)

Hok Lo Pan (martabak) is a very simple cake. It takes only 12 minutes to make it. Nowadays, there are many varieties of martabak’s toppings; there are bananas, cheese, chocolate, strawberry, and others. However, the original martabak only uses sesame seeds for the topping. Therefore, mostly in Bandung, the taste of Martabak Bangka nowadays becomes different from the original cake because Martabak Bangka is sold by people who are not from Bangka. As one of the Martabak Bangka’s lovers who also comes from Bangka, I have a great desire that many people should know the original taste of Martabak Bangka. Based on these situations, I plan to run a food business that sells original Martabak Bangka.

(11)

3

employees and students in North Bandung; this cake has a good image in the market. Martabak Bangka is suitable for people who like sweet and salty meals. I also choose to run this business because this food is

suitable for coffee break or as a gift brought back from a trip (JB Team 10). The target market of my business is teenagers and adults who like the original taste of martabak and like to hang out. These people are the most suitable target for my business that offers the original taste of Martabak Bangka and also provides a comfortable place to enjoy the atmosphere of Bangka Island so that they would feel as if they were in Bangka. My

product is packed into a packing box for customers who like to have it as a take–away meal. Besides, there is a dinning room for consumers who like to dine in.

1.2 Unique Selling Proposition

Before starting a business, first it is important to know the unique business selling proposition. According to Entrepreneur Magazine, it is stated that, “Unique Selling Proposition (USP) is the factor or

consideration presented by a seller as the reason that one product or service is different from and better than that of the competition” (par. 1).

The uniqueness of Martabak Bangka PunyaQita is its special original taste and various sizes of the product.

(12)

4

martabak based on the customers’ demand. There are three sizes of Martabak Bangka PunyaQita which are small, medium, and large. The small Martabak Bangka PunyaQita can serve 1-2 people, medium-size can serve 1-5 people, and large size can serve 1-8 people. They can enjoy the delicious and warm Martabak Bangka with their friends or family because my business also provides a dining room which is decorated with Bangkanese cultural decorations, such as ethnic centerpieces from

Bangka, some pictures of Bangka and ethnic wall-ornaments.

1.3 SWOT Analysis

SWOT Analysis is needed to define the strengths, weaknesses, opportunities, and threats of a business. Johnson, Scholes, and

Whittington emphasize that “SWOT summarizes the key issues from the

business environment and the strategic capability of an organization that are most likely to impact on strategy development” (119). Therefore,

performing SWOT Analysis is important in the business in order to make the business develop successfully. The next paragraphs explain the strengths, weaknesses, opportunities, and threats of Martabak Bangka PunyaQita.

1.3.1 Strengths

(13)

5

suitable with the needs of the markets“ (167). The strengths of my business are:

- The various sizes of Martabak Bangka.

- The original taste of martabak made by Bangka people. - The reasonable price for each martabak.

- The use of a dining room.

I will divide Martabak Bangka PunyaQita’s size into three various sizes, namely small, medium, and large based on the customers’ demand. Based on my survey of seven sellers of Martabak Bangka in Bandung, I consider that when Martabak Bangka is made by non-Bangkanese people, the taste of Martabak Bangka will be different from martabak made by Bangkanese. The original taste of Martabak Bangka comes from the process of making Martabak Bangka PunyaQita. The difference between Martabak Bangka PunyaQita and the other martabak is when Martabak Bangka PunyaQita’s dough is not done, the dough will be lifted up from

(14)

6

1.3.2 Weaknesses

Weaknesses are the internal conditions that keep a business from developing. It is stated that, “Weaknesses are the qualities that prevent us from accomplishing our mission and achieving our full potential” (“SWOT

Analysis” par. 4). The weakness of my business is that it is difficult to find

a cook from Bangka who is an expert in making martabak in Bandung. To overcome this weakness, I will go to Bangka and try to find a cook who can join my business. The other weakness is that Martabak Bangka is not a new kind of meal so it is easy to imitate. This situation makes me think creatively to make the target market loyal to my business by giving a box of large sweet martabak for the consumers who have collected ten bills from Martabak Bangka PunyaQita.

1.3.3 Opportunities

According to Pearce and Robinson, opportunities mean “a major

(15)

7

1.3.4 Threats

Pearce and Robinson maintain that “a threat is a major unfavorable

situation in a firm’s environment” (166). Based on the statement, my

business’s threat is that there are many competitors who also sell

martabak, either Martabak Bangka or other martabak, and this situation

causes the price competition. They are Martabak Royal Bangka, Martabak Bangka/ Kubang, Martabak Bangka Royal Jaya, Martabak Mr. Black, Martabak San Francisco, and others. It is also difficult to get positive responses from the consumers at the beginning of the business.

(16)

BIBLIOGRAPHY

Printed Sources

Gitman, Lawrence, J., Principles of Managerial Finance. 11th ed. Boston: Pearson Education, Inc., 2006.

Huges, Kappor. Integrated Learning for ERP Success.Texas: CRC Press LLC., 2001.

JB Team 10. Camilan dan Minuman. Jakarta: JB Team 10, Inc., 2010.

Johnson, Scholes, and Whittington. SWOT Analysis. New Jersey: Pearson Education, Inc., 2004.

Kotler, Philip and Kevin Lane Keller. Marketing Management. New Jersey: Pearson Education, Inc., 2006.

---. Marketing Management. New Jersey: Pearson Education, Inc., 2009. Kotler, Philip and Garry Armstrong. Principle of Marketing. New Jersey:

Pearson Education, Inc., 2004.

Pearce, John and Robinson. Strategic Management: Formulation,

(17)

Perreault, William and McCarthy. Basic Marketing: A Global-Managerial Approach. New York: The McGraw-Hill Companies, Inc., 2005. Robbins, Stephen. P. Organizational Behavior. 10th ed. Upper

Saddle River, New Jersey: Pearson Education, 2003.

Electronic Sources

BUKJAM. “Martabak Bangka HOK LO PAN 福佬粄 Kue KHAS Hakka

(khek) Indonesia”. Wordpress.com. 7 April 2010. 20 March 2011 <http:// statcounter.com/project/standard/stats.php.html>

“Dictionary of Business Terms.” Allbusiness.com. 2010. 1 April 2011

<http://www.allbusiness.com/glossaries/fixed-cost/4951608-1.html>.

“Informasi Upah Minimum Regional (UMR) 2010.” Wordpress.com.

1December 2009. 5 April 2011

<http://allows.wordpress.com/2009/01/12/informasi-upah-minimum- regional-umr/>.

Loundre, Larry Steven. “The Marketing Mix (4P’s) and the Nine P’s.”

Londremarketing.com. Los Angeles. 2009. 3 April 2011

http://www.londremarketing.com/documents/Nineps05122009.pdf.

Peavler, Rosemarry. “Initial Investment –What is an Initial Investment?.”

About.com. 2010. 1 April 2011

(18)

Perner, Lars. “Consumer Behavior.” ConsumerPsychologist.com. 2010. 1 April 2011

<http://www.consumerpsychologist.com/cb_segmentation.html>.

“Unique Selling Proposition.” Entrepreneur.com. 2010. 12 June 2010

<http://www.entrepreneur.com/encyclopedia/term/82480.html>.

“Wall Street Words”. An A to Z guide to investment terms for today.

Books.google.co.id. 2009. 12 June 2010

<http://books.google.co.id/books?id=7hsXI8_zwoEC&pg=PA50&lpg =PA50&dq=capital+budgeting+by+wall+street+words&source=bl&o

(19)